November, 2013

Nov 13

The Meaning of Brand. Again.

The definition of “Brand”, “Branding”, “Brand Development” is widely misunderstood…even by many who make their careers in Marketing.

Here is a short list of things that DON’T define, or may not even represent your Brand:

• A Logo

• A Tagline

• A Beautiful Website

• A Clever Ad or Commercial

• A Product Campaign

Or any other design element. All of these things that require design work are part of a “Visual Identity” or “Brand Identity”. A visual identity can be very strong, and very well-known. But that does not make it a good “Brand” nor mean that there is a valid and well thought out Brand Strategy.

Don’t take this to mean that you don’t need a good visual identity – we certainly do now more than ever. But make sure it actually stands for something. Not many sales are made by well-designed logos – but most are made by trusted Brands.

Having a “Brand” Means You Stand for Something


As in “Why would a consumer work with your company? Use your product? Simon Sinek’s “Start With Why?” is a must read for any small business owner. If you really want to stand out from your competition, you need to have a CLEARLY defined “Why?” to your business…not something you make up as part of your advertising, but as something that is core to your culture. It should be something that both employees and customers can sincerely believe about what you do.


Nov 13

How Brands Emerge…

“Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…”
― Howard SchultzPour Your Heart Into It: How Starbucks Built a Company One Cup at a Time

Nov 13

Absolut’s New Look


I found this excellent post at Brand New. It is very thorough and if you want even more in depth the article contains a link to Absolut.

Just have a go at it and get inspired.

This is what Absolut’s saying in their press release:

“This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever. Our goal was to give our customers distinctive designs that are unlike anything one has ever seen. Vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavour in the Absolut Vodka range is something extraordinary,” says Anna Kamjou, Global Design Director at Absolut. “The standard thinking says a fruit-flavoured vodka requires a picture of the fruit on the bottle. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence — and then amplify that essence through art.”